When you’re running multiple campaigns and targeting different audiences throughout the buying journey across multiple channels, it can get tricky to track them all and understand of overall performance. Campaign Groups allow you to cluster related Campaigns together, so you can receive reporting on them in aggregate.
A Campaign Group is a set of related Campaigns that are clustered together. Here are some examples of when using Campaign Groups are beneficial:
- You are starting a marketing program to launch a new product. You will have email marketing and programmatic ads running to build awareness and you will also be hosting webinars to drive engagement, and running SDR outreach email sequences. All of these marketing tactics are geared towards the common goal of generating qualified pipeline for your new product and can be tracked in aggregate.
- You are set to run a product cross sell initiative across different geographies. You can create Campaign Groups for each geography and report on the tactics for those regions separately.
What are the benefits of Campaign Groups?
- Campaign Groups surface performance indicators of an aggregate of marketing tactics, but still let you view them at the tactic level. This lets you answer questions like "How many SALs has this campaign generated? How many SALs have programmatic ads generated?"
- Campaign Groups save you time by improving organization of your tactics. They let you schedule your tactics around the same start and end dates to ensure you're reaching your targets with relevant messaging. Once a Campaign Group has run its course, it is automatically archived, but can be easily recalled for future usage and improvement.
Who should use Campaign Groups?
Campaign groups can be used by all who have one or more related campaigns or tactics they want to manage.
Note: All the campaigns that you may have created before the Campaign group is rolled out, can be moved into a Campaign Group at any time.
What is a campaign group status?
Similar to a campaign the campaign groups also have status labels such as Active, Draft, Archive. The status of a campaign group does not automatically change the status of campaigns within it but will have an indirect effect. For e.g. If you change an active campaign group to archived, the status of campaigns within it will still be same what they were. But even the active campaigns within an archived campaign group cannot be activated to a channel.
How to start using Campaign groups if you were using only campaigns until now?
All the campaigns that you have created, running will remain intact when you start using campaign groups. Initially you will see all you campaigns as "unmapped" in the campaign groups column in the UI.
You can create new campaign groups and start moving related campaigns into groups gradually.
I moved a campaign into a campaign group by mistake, how can I change this campaign to belong to it's correct group?
Select the campaign checkbox and at the top blue ribbon you will see an option that says "Change campaign group". Using this you can move a campaign into a different campaign group. All the campaign details, its metrics etc. will now be part of the new campaign group.
What can I do when I have a one-off campaign that does not belong to any group?
We recommend that you create a campaign group for all your such one-off campaigns. This will help you to keep track of how many such campaigns you have run and also look at their results in totality if needed.
Alternatively you can also leave the campaign group as blank when you are creating a new campaign. Such campaign will show as "unmapped" in the UI. You can also move it into a campaign group later on.